CarGurus and PistonHeads combining dealer offerings

Posted by Jeremy Sacco on January 12, 2021

It’s been an eventful start to the year, with a new lockdown across the UK and our response of providing a free month of February to all our dealer customers. But just like you, we aren’t sitting back and waiting for lockdown to end: we’re continuing to improve and innovate in our ongoing effort to be a true partner for you. In that vein, we’re pleased to announce that CarGurus and PistonHeads are unifying their dealer product offerings, giving UK car dealers single-point access to a broader audience of informed buyers and maximum visibility for their vehicles.

Customers on either platform can now get access to both as part of a single business relationship. The advantage for dealers is audience reach: getting listed on both sites gives dealers the chance to show their stock to significantly more buyers. The audience overlap between the two sites is less than 10%, resulting in a combined audience of more than 6 million unique monthly visitors.

Since acquiring PistonHeads in 2019, CarGurus has consistently invested in growing and enhancing the iconic site. We’ve applied engineering and data expertise to give PistonHeads a new look and feel, a better user experience, and faster performance. These improvements have paid off to the tune of an 86% year-over-year increase in leads from the PistonHeads classifieds.

And while it may surprise some dealers, PistonHeads leads span a wide range of vehicles. While PistonHeads remains the leading premium car marketplace in the UK, with a third of visitors having a household income of more than £100k, under CarGurus it has strengthened its reach to buyers across all vehicle segments. In fact, 37% of buyers on PistonHeads have a budget of £20k or less — making it a great opportunity for dealers with more mainstream vehicles.

Learn more about the CarGurus/PistonHeads difference.

The combined site offering is available today. Dealers who would like to take advantage of the new combination and get their stock in front of a combined audience of over 6 million unique visitors monthly should contact 0808 196 6878 or email

Topics: PistonHeads